Glamour Magazine’s Virtual Apothecary, NY
The US edition of women’s fashion magazine Glamour has launched a shoppable pop-up wall of beauty products for time-pressed New Yorkers – a move that echoes supermarket chain Tesco’s virtual storefront in a Seoul subway station in 2011.
Merging online and offline experiences, the Glamour Apothecary works via the use of a downloadable smartphone app that allows users to scan logo-style barcodes known as Snaptags (a system developed by technology agency Spyderlynks). This enables them to purchase products instantly – and then have them delivered direct to their doors.
The wall stocks a range of products from brands including Elizabeth Arden, Johnson & Johnson, Versace and John Frieda. And it’s no coincidence that it’s located near the Standard Hotel in Manhattan’s trendy Meatpacking District – a key hotspot for style-hungry consumers.
The project follows Glamour’s introduction of a series of shoppable adverts in its magazine this month. It serves as further confirmation that both Glamour and its publisher Condé Nast have more than half an eye on the way in which retail and publishing could become much tighter bedfellows in the future.